Question: This year we plan to post an article 2x per week in hopes of expanding our readership and improving the results of our content marketing. Is this a good strategy?
I’m really not sure whether your question in itself can be answered. But based on the information you gave me above I want to take this as an opportunity to share something that has been on my mind for a while.
In Short: Businesses need to stop obligating themselves to a certain frequency of content. I hear everything from once a week to multiple times a day as various companies define their content marketing strategy.
Instead: Shoot for utility in every piece of content that you produce. Make. It. Matter.
With the raw amount of content being produced everyday, I know that brands think that they will rise to the top by pumping out more content than any of their competitors. However, I really believe that we have reached a point where there is far more noise than value in most of the content being produced.
In most industries I believe there is a real opportunity for businesses to become the greatest source of quality information for their industry and its products and services. Those that accomplish this will have a better chance of rising above the noise than those businesses that just seek to check the box by producing set amounts of content.
With all of us reaching various states of information overload, it is time for businesses to get smarter about their content marketing. I would suggest that volume is almost irrelevant if the content doesn’t truly help the audience.
Start by focusing on making the content useful, then promote it intelligently and let everyone else waste time and energy creating content that doesn’t move the needle…At least that is what I would do. Happy Marketing!
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Daniel Newman is the co-founder of V3*Broadsuite and is an experienced C-level executive, serving as a strategy consultant for small and mid-sized businesses. He’s also an insight/analyst partner to four Fortune 50 enterprises and previously served as the co-founder and CEO of EC3, a hosted IT and communications services provider. Prior to that, he served as the CEO of United Visual, Inc. in Chicago Illinois.
He is a widely published writer who contributes weekly to Forbes, Entrepreneur, Huffington Post and industry publications such as Commercial Integrator, Sound & Communication and Corporate Tech Decisions. He’s also author of three best-selling business books including The New Rules of Customer Engagement, The Millennial CEO, and just recently Evolve: Marketing (^as we know it) is Doomed.
Daniel has established a reputation as a leading thinker in topics such as Social, Big Data, Cloud and Mobile. He has been named to many top influencer lists in all of these areas, including recognition by the Huffington Post as one of the 100 business and leadership accounts to follow on Twitter. He is also an adjunct professor of management at North Central College.